Evolving Indian Politics in the Age of Social Media
Over the last decade, Indian politics has undergone a radical transformation, largely driven by the meteoric rise of social media. Originally a platform for personal sharing, social media has evolved into a potent tool for political engagement, communication, and activism. Platforms like Twitter, Facebook, and Instagram are now central to political strategy, helping leaders and parties connect with voters and influence public opinion in ways previously unimaginable.
Social media has emerged as a critical battleground for political discourse in India. From election campaigns to policy debates, these platforms offer a direct channel between political leaders and the public, bypassing traditional media filters. Politicians now use social media not only to broadcast messages but also to engage with citizens in real time, shaping public opinion and gauging voter sentiment.
The 2014 and 2019 general elections marked a turning point in how social media could be harnessed for political mobilisation. The Bharatiya Janata Party (BJP), led by Narendra Modi, pioneered an extensive digital strategy that played a crucial role in their electoral victories. The party employed data analytics, targeted messaging, and a vast network of online volunteers, termed the “Cyber Sena,” to reach millions of voters. Modi’s personal brand was amplified through social media, becoming one of the most followed political accounts globally. In 2014, Modi’s digital campaign generated over 200 million impressions on social media platforms, significantly boosting his reach among young voters. By 2019, the BJP had established over 5,000 WhatsApp groups for disseminating targeted content and mobilising volunteers across different states. Facebook and Twitter became critical tools, with more than 40 percent of Indian users reportedly engaging with political content during the election period. Other political parties quickly followed suit. The Congress Party and regional players like Aam Aadmi Party and Trinamool Congress enhanced their digital presence, making social media an indispensable tool in their campaign arsenals.
While social media has democratised political discourse, it has also brought significant challenges. The platforms have been criticised for their role in spreading misinformation and fake news, often leading to communal tensions or confusion among the public. A 2022 study by the Oxford Internet Institute found that nearly 70 percent of political content shared on social media during Indian elections had a misleading or false element. Political parties, too, have been accused of deploying bots and trolls to manipulate public opinion. A recent report by the Atlantic Council’s Digital Forensic Research Lab identified thousands of automated accounts used by parties to amplify their narratives and attack opponents, raising serious concerns about the ethics and transparency of digital campaigns.
The algorithms that govern social media platforms tend to create echo chambers, where users are primarily exposed to content that reinforces their existing beliefs. This has led to increased polarisation and a decline in meaningful political debate. A 2023 Pew Research survey highlighted that over 60 percent of social media users in India felt they were only exposed to viewpoints they already agreed with, exacerbating political divisions. To combat misinformation and hate speech, both the government and social media companies have introduced various guidelines. Recent changes to India’s Information Technology Rules require platforms to remove content deemed harmful or misleading within a set timeframe. However, these measures have sparked debates over censorship and free speech. Critics argue that such rules can be used to stifle dissent and suppress political criticism, while supporters believe they are necessary to maintain order and public safety.
Political leaders are constantly adapting to the changing dynamics of social media. During the COVID-19 pandemic, virtual rallies, live-streamed speeches, and online engagement became the norm, helping politicians maintain visibility and connection with the public. This trend continues, with leaders frequently using social media to share day-to-day activities, respond to public concerns, and launch policy initiatives. Social media is also increasingly being used for digital governance. For example, the Ministry of Health’s use of Twitter during the pandemic to share real-time updates and counter misinformation was widely seen as a successful case of using social media for public good.
As Indian politics continues to evolve in the age of social media, the impact of these platforms is expected to grow even stronger. With nearly 700 million internet users in India, social media offers unparalleled reach and the ability to engage with a diverse audience across the nation. Political parties and leaders will need to navigate this new landscape carefully, balancing the benefits of direct communication with the risks associated with misinformation, polarisation, and potential regulatory overreach. Social media has undoubtedly changed the face of Indian politics, creating a more connected and engaged electorate. However, as this relationship between politics and digital platforms deepens, the need for ethical practices, transparency, and balanced regulation becomes ever more critical. The future of Indian democracy may well depend on how this evolving dynamic is managed in the years to come.
